Provided is a culture medium containing amphiregulin for culturing primary breast epithelial cells and a culture method involving using the medium. In the culturing method, primary cells are cultured on a culture vessel coated with an extracellular matrix gel by using the culture medium, and the primary cells grow on the culture vessel, which has been coated with the extracellular matrix gel, and proliferate rapidly under the combined action of nutrient factors and an extracellular matrix contained in the primary cell culture medium. The cell model obtained by the primary cell culture medium and the primary cell culture method can be used for the evaluating the efficacy of and screening drugs.